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Survey: They ‘Love’ On-Demand Media, But Most Will Still Listen to Radio

Survey: They 'Love' On-Demand Media, But Most Will Still Listen to Radio

Nobody’s dropping terrestrial radio like a stone in our lifetime, despite dire predictions.
Awareness of satellite radio is growing.
As broadband Internet use goes up, so does Americans’ use of on-demand media devices.
These are the broad conclusions gleaned from a survey by Arbitron and Edison Research titled, “Internet and Multimedia 2005: The On-Demand Media Consumer.”
“The key driver of online behavior is residential broadband access to Internet,” said Arbitron’s Bill Rose. “Broadband is now as common as dial-up.”
Eight in 10 Americans have access to the Internet; only half did in 1999, according to the research.
Studies show that having broadband access goes along with having on-demand media devices.
Current listeners to Howard Stern are twice as likely to be users of on-demand media and buy 10 DVDs or 11 CDs a month, say the companies. Twenty-nine percent of those surveyed said they try new products, meaning on-demand media consumption is spreading beyond early adopters, according to the research.
Sirius is catching up to XM in terms of consumer awareness. Now 54% of those 12+ are aware of Sirius and roughly 50% have heard of XM – compared to the 8% for Sirius and 17% for XM in 2002.
But asked whether they would continue to listen to traditional radio, 82% of respondents said they would. Looking at Time Spent Listening among diary-keepers, persons 12+ spend roughly 2:48 with traditional radio every day. Those with significant on-demand media use, according to the research, including satellite radio, only indicate a 15-minute difference.
The telephone survey included about 1,800 diary-keepers.
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